At Coode, we embed ourselves within leadership teams to drive culture change that delivers strategy and unlocks performance. Alongside our exceptional consultants, our Principals bring deep expertise, calm challenge and real-world leadership experience.
Whether supporting a CEO through transformation, aligning behaviours across a global leadership team or reshaping how leaders communicate, they work closely with clients to shape the leadership culture that turns ambition into action.
Here is a closer look at our Principal team, some of whom shared their perspectives on video during our recent meeting at Coode’s London office, with more to follow. Each brings a unique view on leadership culture as a lever for change.
Dan Strode
Dan brings global experience in culture, innovation and leadership. As Global Director at Santander, he led transformation across 32 countries. At Coode, he helps organisations embed the leadership culture that turns strategy into action.
In his video, Dan shares why strong culture matters more than ever in the age of AI.
“AI is democratising knowledge. In this new landscape, it’s not the most knowledgeable companies that will win – it’s those with the strongest culture. Coode thinks strategically and acts culturally, helping leaders build that muscle.”
Dan is the author of The Culture Advantage and The Innovator’s Edge, Dan is now writing From Web1 to Web3 while continuing to advise organisations around the world.
Magali Demierre
Magali is based in the UAE brings deep expertise in leadership development, employee experience and cultural transformation. With a Kellogg MBA and roles at GE and Philip Morris International, she understands how to lead meaningful change in complex, high-growth environments.
In her video, Magali reflects on what’s needed to lead through ambitious change, particularly in regions like the UAE where Vision 2030 is already in motion.
“Too many organisations still prioritise structure over people. But if you want to accelerate performance, you have to start with culture. And that means starting with your people.”
Magali sees Coode’s role as a true partner to leadership teams – helping reduce friction, reshape behaviours and unlock the culture their strategy demands.
Torie Chilcott
Torie’s storytelling backg
round spans ITV, BBC, Disney and branded content firms. Today, she brings that clarity and creativity into her work with senior leaders, helping them align communication and behaviour to activate leadership culture.
In her video, Torie explains how effective storytelling builds alignment and action.
“When communication lands well, people shift from fear to confidence. From hesitation to action. That’s how great leadership communication becomes culture.”
Torie helps clients clarify their message, align their teams and create shared understanding that powers strategy.
Charlie Coode
Charlie is the founder of Coode and a trusted advisor to executive teams on leadership, behaviour and organisational culture.
He began his career as a pilot and officer in the British Army before spending 11 years at General Electric, where he held several leadership roles – including three years as CEO of GE’s consumer finance business in the Czech Republic. It was there that many of the insights behind Coode were born.
Since founding Coode in 2012, Charlie has worked closely with CEOs and leadership teams to shape leadership culture, align behaviours and unlock performance. He also teaches leadership and culture at London Business School and mentors purpose-driven businesses focused on youth opportunity.
Louise Myson
Louise specialises in cultural transformation and engagement, with a strong focus on leadership culture in high-growth and complex organisations. She has led major programmes at TalkTalk, the London Stock Exchange Group and PA Consulting, and advised clients across sectors while at freuds.
At Coode, she helps leadership teams define their target culture, align behaviours and deliver measurable change.
Jon Harley
Jon is an expert in building leadership capability and commercial performance. His background spans multinational energy firms and consulting roles across Europe and Asia, including major IT and digital transformation programmes.
He helps senior teams develop the leadership culture needed to navigate scale and uncertainty, supporting performance through clarity, cohesion and behavioural alignment.
Helping Leaders Shape the Culture That Delivers
Leadership culture is the foundation for performance. Not a ‘nice to have’, but a strategic necessity. At Coode, we work shoulder to shoulder with senior teams to shift behaviours, reduce friction and build the culture that delivers.
This is what our Principals do every day: embed alongside leadership teams, ask the hard questions and create the clarity and alignment needed to activate strategy through culture.
To explore the full Coode team of Principals and Consultants, click here.
Ready to lead with greater clarity and impact? Contact us to start the conversation.
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Coode Associates supports and advises companies on leadership and organisational effectiveness and alignment, identifying Purpose and Values and on culture-shaping more generally. If you’d like to speak with us, we’d love to hear from you: info@coodeasssociates.com.